Paris fashion house Lanvin is celebrating its new 2011-12 Fall/Winter collection with an ad campaign that cleverly weaves between traditional print and online video content.

The fun-filled video component (resulting in content for popular platforms - including YouTube and Facebook) features notable models such as Raquel Zimmerman and Karen Elson dancing. Stills from their choreographed routine were then pulled to create print ads in fashion-centric publications such as Vogue for the highly popular September issue.

The quirky and memorable content translates easily from the glossy pages of an editorial straight to the sites of popular fashion bloggers, where the video has been featured and shared excessively. For many fashion enthusiasts, the online/offline tie-in creates a unique storytelling experience -- the video provides context to why the models in the print ads are posed somewhat awkwardly. Fans are even more thrilled when creative director Alber Elbaz makes a cameo towards the end of the video.

With video playing such an integral role in both editorial and advertising, this campaign has been very well-received by fashion enthusiasts in the social realm -- and because both the image and video content has been provided to them in easily accessible formats, fans have been sharing them across multiple platforms such as Twitter, Facebook and Tumblr (which in recent years has made an extra effort to increase its role as the platform of choice for fashion and lifestyle bloggers). Shoppers at the upcoming Fashion's Night Out event in New York will even have the opportunity to take part in the Lanvin dance challenge, as well.

The campaign has also attracted attention outside of the targeted niche audience; the video is currently available on the digital-focused site Mashable as the featured YouTube video pick of the day.

This post was originally written for the DDB Canada blog.

Updated September 1, 2011: Think this uncredited choreography for I Know You Want Me by Pitbull looks oddly familiar? It might be, if you've ever played Dance Central. This new tidbit of information makes me love the campaign even more (thanks for sharing, Parker).